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Showy Direct Mail Campaigns for the Entertainment Business

Showy Direct Mail Campaigns for the Entertainment Business

Linda Furniss • 16 November 2017

Produce a class act by personalising ‘What’s-on’ campaigns just like many theatres who are learning the value of direct mail marketing in filling those seats for performances. For those new to this kind of communications or for seasoned marketers we have three key tips for effective campaigns for theatres:

1. Set the scene

Use personalised postcards to tell everyone nearby about up and coming shows – it’s bound to attract interest, encourage bookings and also drive visitors online to see what is on and when.

2. Personalise performances

Most theatres will have a note of the sort of shows existing customers might consider. Tailor a mailshot to the recipient and only show them what you know they will like to see. Why not use what you know to send an individualised mini brochure to a potential theatre goer within two weeks of their last booking showing 2/3 shows which you know suits their tastes? This is a valuable exercise in building relationships and proving that you are listening and working hard on a putting on shows that are appreciated and where seats will be filled.

3. A warm welcome

Do think about a thank you and welcome to your audience. This kind of feel good communication makes a customer more likely to come along to see a show in future. And a card on the doormat within a few days of seeing a show is a powerful incentive for building trust and loyalty.

Research shows that direct mail is a highly effective marketing tool. When data insights are used thoughtfully with the right platform, bespoke, dynamic mailshots can be highly successful. For example, why shouldn’t theatres tailor a personalised mailing to an individual based on the information they have about the sort of shows they have booked for before? Putting the appropriate information in front of the right person is easy and effective.

Hello Market allows businesses of all sizes to create tailored, personalised, dynamic communications campaigns. Hello Market is free to use, it is all done online, and users only pay for what they print and mail. There are no set up costs and no minimum run charges, so it’s ideal for every organisation to use for some or all of its communications requirements.

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